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Enlarge ImageRequest to buy this photoPhoto courtesy of Hollister"Pretty Little Liars" star Lucy Hale wears apparel that is part of a new line of clothing that she and retailer Hollister are going to release in August 2014.

Retail companies are on a celebrity-collaboration kick, and Hollister Co. is jumping on board in
time for the back-to-school season.

Hollister announced yesterday that it will soon carry a line designed by Lucy Hale, who stars on
ABC Family’s
Pretty Little Liars.

The collection includes dresses, leggings, skirts and shirts with a “So Cal-cool vibe,”
according to a news release. The clothes will become available in Hollister stores and online in
two waves — the first on Aug. 8, and the second on Aug. 29. Prices for the pieces will range from
$19.95 to $44.95.

This is the first celebrity collaboration for teen-targeted Hollister, which is operated by New
Albany-based Abercrombie & Fitch, the company said.

The line will be available for a limited time. Demand will dictate when the collection is no
longer available, but the company expects the items to sell out quickly, said Mackenzie Bruce, an
Abercrombie spokeswoman.

As to future collaborations with celebrities, Bruce said the company has no new project to
announce, but more such collections are possible.

It’s easy to see why Hollister chose Hale, said Kelly Ruoff, partner and chief creative officer
for Columbus marketing company Ologie. Hale has a personal style that aligns with the Hollister
look and is popular among the brand’s demographic, she said.

But Ruoff said that demographic isn’t reliable, as Hale’s popularity could change in a day.

“Brands that target this age group have a hard time hanging onto that age group for the long
term,” she said. “(And) this age group can also smell marketing campaigns from a mile away.

“If it’s too packaged and too polished, this age group will see that, and that will turn them
off.”

But the timing is ripe, Ruoff said: It’s back-to-school shopping season, and Hale is
popular.